Dominos tells its customers its pizza is bad, then goes to great lengths to improve it

Is your brand open and transparent? Dominos Pizza apparently is. It listened to its customers, it determined that its pizza quality was down and then admitted that truth to its customers - the company then set about improving the quality of its pizzas. Result? A 14.3% same-store sales hike for the first quarter. "Our new and inspired pizza has been a home run for us," said Domino's President-CEO Patrick Doyle. "We responded to consumers who asked that we make our pizza better, we listened to our harshest critics, took their criticism to heart and we produced a pizza that they and our loyal customers could all love."

What worked for the Dominos brand ad campaign around the higher quality pizza, included a good mix of print media, taste tests on morning news shows and a reach out to bloggers. [Not all of whom agreed that there was any improvement.] Whether the brand can keep those sales numbers up remains to be seen, but in the meantime the campaign succeeded in generating a massive trial of its pizzas and awareness - not least in Twitter:

@ramon_deleon great case study about dominos pizza - how is #smss10 going to top this?less than a minute ago via HootSuite

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